Hotels.com Case Study

Background

Hotels.com was interested in using DRTV as a means to drive a more cost efficient means for acquiring new customer reservations. They wanted to create awareness and explain the benefits of their Welcome Rewards Program, the incredible knowledge base of their call center team and of course, great pricing. And all of those things called out for a long-form treatment.

But how to keep people’s attention and still communicate the distinct elements of hotels.com’s message?

Solution

We created a long form that didn’t look like an infomercial, but more like a TV travel show. Two hosts broadcast from hotel.com’s warm and friendly call-center. A “host on the road” traveled through three American cities enjoying all the great things each spot had to offer, filing “travel reports” and describing all the fun he had.

Along the way the home viewer listened in as call center operators discussed many of the things callers liked. Each host talked about hotel.com features many people may not have known. The feeling was upbeat, and since we did get to see a lot of exciting sites, it added strong entertainment value to the obvious message of the show.

Results

The primary goal of lead generation is to make the phone ring and we exceeded their expectation in call volume. We are also proud that they are still using some of the language from our infomercial in their current traditional advertising.